T H I R D E D I T I O N

Global Marketing
Advertising
Understanding Cultural Paradoxes

Marieke de Mooij

DSAGE
Los Angeles | London | New Delhi
Singapore | Washington DC
Detailed Contents

Foreword xiii
Geert Hofstede

Preface to the Third Edition xv

Summary of the Book xvii

Chapter 1: The Paradoxes in Global Marketing Communications 1

The Value Paradox 2
The Global-Local Paradox 3
The Technology Paradox 3
The Media Paradox 4
Paradoxes in Global Marketing Theory 4
Local Markets Are People, Global Markets Are Products 5
Focus on a Unique Individual 6
Globalization 6
Convergence and Divergence of Consumer Behavior 7
The Global-Local Dilemma in Global Marketing 11
Global Communities 11
Global or Local? The Standardization-Adaptation Debate 14
Review of a 50-Year Debate 14
Variables Influencing the Standardization-Adaptation
Decision 16
Effect on Performance 18
Summary 19
Notes 20
Chapter 2: Global Branding 23
Branding 24
The Brand Concept and Branding Models 24
Brand Equity 26
Brand Architecture 27
The Global Brand 28
Perception of Global Brands by Consumers 31
 Global Brand Strategies 34
The Global Company's Brand Portfolio 35
Global Brand Communications 36
The Importance of Culture for Global Communications 37
The Brand as an Association Network 38
Summary 41
Notes 42
Chapter 3: Values and Culture 45
The Value Concept 45
Values Are Enduring 46
The Value Paradox: The Desirable and the Desired 47
Culture Defined 48
Cultural Universals 49
Selective Perception 50
Stereotyping 51
Manifestations of Culture 52
Signs, Symbols, and Body Language 54
Imagery and Music 57-
Thinking Patterns and Intellectual Styles 58
Language 59
Comparing Cultures 61
Comparing Nations 62
Summary 63
Notes 64
Chapter 4: Dimensions of Culture 67
Classifying Cultures 67
High-Context and Low-Context Cultures 71
Dimensions of Time 72
Closure 72
Time Orientation Toward the Past, Present, or Future 72
Time Is Linear or Circular 73
Monochronic and Polychronic Time 73
Cause and Effect 73
Relationship of Man With Nature 74
Hofstede's Five Dimensions of National Culture 74
Power Distance (PDI) 75
Individualism/Collectivism (IDV-COL) 77
Masculinity/Femininity (MAS-FEM) 79
Uncertainty Avoidance (UAI) 82
Long-/Short-Term Orientation (LTO) 84
Configurations of Dimensions 86
The United States 86
The Netherlands 87
Japan 87
Summary 88
Notes 88
Chapter 5: Culture and Consumer Behavior 93
Consumer Behavior 93
Consumer Attributes 94
The Concept of Self 95
Personality 96
Personality Traits 97
Identity and Image 98
Personality and Identity in Marketing 101
Attitude 103
Lifestyle 104
Social Processes 104
Needs 104
Motivation 106
Buying Motives 106
Emotion 109
Emotions in Advertising 110
Group Processes 110
Opinion Leaders 111
Mental Processes 112
Language, Perception, and Memory 112
Categorization 113
Locus of Control 114
Information Processing 114
Decision Making 116
Consumer Behavior Domains 118
Product Acquisition, Ownership, and Usage 118
Complaining Behavior.' 121
Brand Loyalty 121
Diffusion of Innovations 122
Summary 124
Notes 124
Chapter 6: Researching and Applying Cultural Values 131
Value Research 131
Value Priorities Vary 134
Mixing Terminal and Instrumental Values 134
Value Shift 135
Culture-Specific Values 136
Belgian Values 136
Dutch Values 137
Indian Values 138
Japanese Values 138
Important Values Don't Translate 141
Measuring Cultural-Values 143
Measuring the Desired Versus the Desirable 144
Individual- and Culture-Level 144
Equivalence of Survey Data 145
Sample Equivalence 146
 Linguistic and Conceptual Equivalence 146
Metric Equivalence 147
Comparing Dimensional Models 148
Applying the Hofstede Dimensions to
Marketing and Advertising 149
Understanding Manifestations of Dimensions 150
Comparing Groups of Cultures 151
Cause-Effect 151
Commercial Value and Lifestyle Research 152
The Value Concept in International Branding and Advertising 154
Value Structure Maps 154
Summary 157
Notes 158
Chapter 7: Culture and Communication 163
Communication and Culture 163
Interpersonal Communication Styles 165
Interpersonal Communication and the Electronic Media 167
Mass Communication Styles 168
Advertising Styles 169
The Purpose of Marketing Communication 174
Informational Versus Emotional 175
Measuring Advertising: Persuasion or Likeability 178
How Advertising Works 179
The Hierarchy of Effects 179
High and Low Involvement 180
Visuals in Advertising 181
Appreciation of Advertising in General 182
Public Relations and Culture 183
Web Site Design 184
Design: Logo, Product, Package, and Retail Design 186
Summary 187
Notes 188
Chapter 8: Culture and the Media 193
An Ever-Changing Media Landscape 193
Media Usage Across Cultures 195
Television 195
IPTV 196
Radio 197
Press Media 197
The Mobile Phone 199
The World-Wide Web 201
E-Commerce 203
Search Marketing 204
The Social and Entertainment Roles of the Internet 204
 Social Networks 204
The Blog 205
Internet Advertising 205
Ad Format Acceptability and Effectiveness 207
Viral Marketing 207
Online Video Advertising 210
Mobile Marketing and Advertising 210
Will the Worldwide Web Facilitate Standardization? 211
The Organization of International Media Planning 212
Summary 213
Notes 213

Chapter 9: Culture and Advertising Appeals 217

Appeals in Advertising 217
The Value Paradox as an Effective Advertising Instrument 218
Equality Paradox 219
Dependence and Freedom Paradoxes 219
Success Paradoxes 220
The Innovation and Global Paradox 220
Examples of Appeals by Dimension 221
Power Distance 221
Individualism/Collectivism 223
Masculinity/Femininity 227
Uncertainty Avoidance 232
Long-/Short-Term Orientation 236
Consequences for Advertising Concepts 237
Do Great Ideas Travel? 237
The Country-of-Origin Appeal 239
Why Humor Doesn't Travel 240
Summary 241
Notes 242

Chapter 10: Culture and Executional Style 245

Classifications of Advertising Forms 245
Seven Basic Advertising Forms Worldwide 246
Announcement 247
Association Transfer 249
Lesson 252
Drama 260
Entertainment 263
Imagination 264
Special Effects 264
Relationships Among Basic Form, Culture,
and Product Category 265
Summary 266
Notes 266
Chapter 11: From Value Paradox to Strategy 269
with Arne Maas
A Company's Mission and Vision 270
Corporate Identity 271
Product/Market Development Across Cultures 272
Branding and Culture 273
Brand Positioning Across Cultures 274
External Aspects: Product Usage and Brand Image 275
Product Usage 275
Brand Image 277
Internal Aspects: Brand Identity and Personality
and Brand Values 278
Brand Identity and Personality 278
Brand Values 279
Brand Positioning Matrix 280
Marketing Communication Strategy 282
1. Fully Standardized: One Product or Brand, Display 283
2. Semistandardized: One Brand,
One Advertising Form, and Standard
Execution (Voice-Over and/or Lip Sync) 283
3. One Brand, One Form, Varying
Standard Executional Elements 283
4. One or Different Brand Names, One Advertising
Form, Different Executions 284
5. One or Different Brand Names, One Concept,
Different Executions Based on Culture-Fit
Advertising Styles 284
6. Cultural Segmentation: Act Global, Think Local 284
Communication Strategy by Stage of Market Development 285
Stage 1: Global Products, Global Marketing
Communications 285
Stage 2: Global Products, Adapted Marketing
Communications 286
Stage 3: Local Products,
Local Marketing Communications 286
Summary 287
Notes 288

Appendix A: GNI/Capita 2007 (US$) and

Hofstede Country Scores for 66 Countries 289
Appendix B: Data Sources 293
Index 299
About the Author 323